Created in collaboration with MediaCom and mCanvas, the ad not only changed the perception of Kashmir but also showed how football was changing lives in the valley
mCanvas, the experiential storytelling ad platform for small screens, announced today that its Adidas #TheRealKashmir campaign has bagged Silver in the ‘Mobile – Voice-Based’ category at the Campaign India Digital Crest Awards 2019. Adidas was the Real Kashmir Football Club’s (FC) official kit partner and the campaign paid tribute to the valley's first ever team to qualify for the I-League - a men’s professional football league in India.
The ad was introduced to users through mCanvas' Scroller format where users were encouraged to talk to the creative. Tapping the mic on the screen enabled the phone’s microphone and prompted the user to say “REWRITE” to see the real Kashmir which was different from the then negative media portrayal of the state. Using real-time speech recognition technology, once the correct word “REWRITE” was validated, the creative transformed to show how Real Kashmir FC was rewriting the headlines in Kashmir and how sports had the power to change lives.
Vishal Rupani, Co-founder & COO, mCanvas said, “Innovation has always been our forte, but for Adidas Real Kashmir FC we had to do something that would touch hearts. With the microphone concept, we made the users say the word ‘Rewrite’ on their phone’s mic to get them in touch with the feeling of how Football is changing lives. We are excited that this innovative campaign and its cause has been recognized by the industry.”
mCanvas is an experiential storytelling platform that helps brands emotionally connect with their audiences on small screens. Our mobile ads and content marketing solutions make experiences interactive and memorable by etching phone sensors and device features in to the brand narrative. mCanvas is creating ‘wow’ moments every day by reinventing formats, building tools and providing a marketplace (of 70+ publishers like Moneycontrol, RepublicWorld, TheHindu, ScoopWhoop, and SportsKeeda) to run these experiences at scale. To see our award-winning work and learn more visit: www.mCanvas.com
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